After working at various advertising agencies all over Europe, young entrepreneur Kristian Pascual decided to go it alone and set up his own agency: KREAKTIVE. He describes his start-up as a digital marketing studio that specialises in solving problems for local SMEs, and is keen to emphasise the versatility of his services. “In order to be more competitive I decided to hire staff based on specific project needs. This means I can offer the same services as larger agencies, but with less of the rigid internal procedures,” says the Bilbao native. When Kristian started his venture his strategy was to focus on the design element of the business, as he felt this would be the main area to generate revenue. However, he soon realised that there was much more to offer. “The Google Actívate course primarily helped me improve my understanding of analytics and digital marketing. These days, I see design as one small part of the overall strategy and can now broaden the range of services I offer clients. As a result, my market value has increased,” he explains. During the course, Kristian met other entrepreneurs and many of the people he now works with. Additionally, he got to grips with the tools that enable him to keep costs to a minimum, and therefore compete with bigger companies. “Actívate has helped me provide tangible solutions for my clients and grow the business exponentially, both in terms of quantity and quality.”